China Focus: Shop owner "roasted" for advertising claims

The owner of a nut and seed shop in east China is facing a fine of 200,000 yuan (30,360 U.S. dollars) for using superlative words in ads for his stores.

Various media outlets reported on Thursday that Fang, owner of Fanglinfu Roasted Seeds and Nuts Store in Hangzhou City, capital of Zhejiang Province, had used the words "the best" and "the greatest" to describe his shop in phrases printed on bags and billboards.

Fang said he received a notification last week from the local market supervision administration, which demanded he pay 200,000 yuan in fines, as his promotion of his store "violated the Advertisement Law."

Fang has three brick-and-mortar shops under the brand in Hangzhou and also operates online stores.

"I have been running my businesses in Hangzhou for more than 20 years," he said. "I have always used high quality raw materials and have maintained very good word of mouth -- that's why I printed the superlative phrases."

"If I had known it was against the law, I would have never crossed the line," he added.

Following the notification, Fang made changes to the phrases, altering them to "a very good roasted seed and nut store in Hangzhou."

Staff with the administration told Xinhua on Thursday that they received a report about Fang's violation about two months ago. An initial investigation showed that Fang's promotion "violated the law."

"Using phrases like 'the best' and 'the greatest' are simply unreasonable," said a staff member with the administration. "But considering Fang's cooperation in changing the phrases, we decided to give him the lowest fine."

China bans the use of superlative words like "the best" in advertisements, with the new Advertisement Law stipulating that those who violate the law will face fines of up to 1 million yuan. The new law went into effect in September.

Some customers say the fine is an injustice for Fang.

"A fine of 200,000 yuan is too heavy for an owner of such shops," said a customer who frequented Fang's stores. "Besides, Fang has already changed the phrases, so is it really necessary to bring on the hefty fine?"

Yao Xiaojuan, a lawyer with Hangzhou Tiance Lawyers' Firm, said business operators should get to know the new Advertisement Law better before doing promotions.

"There are new alterations to the new law, so they should be aware of these changes," Yao said.

Yao added that the government should enhance promotion of the new law instead of just meting out hefty fines.

A public hearing will be held to determine if the fine will be carried out, according to the local market supervision administration. Endi